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How to Personify a “Global Force in Business Litigation”

How to Personify a “Global Force in Business Litigation”

OVERVIEW

Quinn Emanuel Urquhart & Sullivan is a global business litigation firm with 19 offices located in 10 different countries. With over 700+ attorneys, they are a key player in intellectual property litigation, having represented Fortune 500 clients such as Google, Samsung, Motorola, and Sony in some of the most important intellectual property cases of the decade.

KEY ACHIEVEMENTS

+7,959.9%

Increase in Mobile + Tablet Usage

+27.9%

Increase in Average Time on Page

+87.7%

Increase in Traffic from Organic Search

AWARDS WON

Interactive Media Awards2014 Best in Class Award

Webby Awards2015 Webby Honoree in the
Websites: Law category

It was crystal clear that Quinn Emanuel
needed a bold, new responsive site that left
no doubt in the minds of those who visited that
they were a “litigation powerhouse”.

Key Team Members

Sukesh JakhariaProject Lead

Lisa StewardUX Strategy & Project Management

Nilesh MacwanProject Manager

Alessandra RuizLead Designer

Keyur AjmeraLead Developer

Discovery

During the discovery phase we performed a site audit, utilized questionnaires, dug deep to do a competitive analysis, sent out branding surveys, conducted user interviews, developed personas, and crafted a list of suggested improvements based off of the results.

We found that despite their size and reputation as THE premier trial law firm, Quinn Emanuel’s site design was described as boring, bland, and uninspiring by the users we interviewed and was a very poor reflection of who Quinn Emanuel really is.

Their old, clunky site that utilized flash graphics, rendering it useless on Apple devices. Not only that, but their website was not responsive and thus scared off any mobile traffic that landing on it. While they did have a separate mobile site, it was not user-friendly and had many of the same design problems as the desktop site.

UX Strategy

Before applying any color schemes or picking fonts, we focused on a major part of what makes a site works or not: the site architecture. Simplifying the main navigation to include the most requested areas of the site enhanced the user’s experience since they could now access these areas with just one click.

Wireframes enabled our UX team to lay out content that should be on a page to make sure that everything made sense and flowed. These wireframes were key to planning how the content needed to be structured to work.

We also researched the interpretations of different colors, how color was being used by their competitors, and drew connections between different colors and the values that describe Quinn Emanuel. Based off of our findings, we made color recommendations. We went through a similar process for fonts by researching, testing and evaluating hundreds of available fonts to make sure the one selected represented the Quinn Emanuel brand.

Build

Our approach during the design phase was to craft an experience that would engage the individual user, yet be fully functional to fill the needs of a multi-user base. To improve the design, we increased the amount of imagery on the site to make it more appealing visually and less text-overwhelming. We amped up the colors & typography to better represent the bold Quinn Emanuel brand and increased the font size on the site, making text easier to read.

Some 532 page designs later, we were ready for development in Umbraco. The development and integration phase for this project was where a lot of the heavy lifting happened. It was exciting to see the product that we had spent so much time researching, planning, and designing come to life in the browser.

Since the site had been well-planned and strategized from the beginning, we didn’t encounter any “uh-oh” moments that would have required us to make major changes to the designs during development. Despite the redesigned site containing massive amounts of data, copy and images, our developers optimized everything so that page load times weren’t affected. We understand that attention to little details like these that have the ability to take a finished site from “good” to “wow”!

Before

After

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From an immersive web presence to
beautiful functionality on mobile and tablet devices,
the new Quinn Emanuel experience is in line
with the reputation of the company.

CLOSING THOUGHTS

+7,959.9%

Increase in Mobile + Tablet Usage

+27.9%

Increase in Average Time on Page

+87.7%

Increase in Traffic from Organic Search

Quinn Emanuel’s old site was hampering their perception online. While they had the reputation of being the best Trial Law Firm in the country, visitors to their website did not get this impression. Utilizing a solid discovery phase made it easy to hone in on the most important site goals, and helped us create a site that portrayed their winning reputation online.